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Pinterest partnered with Roku in the latest attempt to drive commerce through shoppable TV, which blends shopping and entertainment. Revealed at CES, Pinterest’s “Bring My Pinterest to Life” DIY lifestyle TV series will debut in March on Roku. Across six episodes, creators work with everyday “Pinners” in an “inspiration to realization” journey to transform their Pinterest boards into real, tangible spaces and experiences.
The series’ initial brand partners include Wayfair, Eos, and Michaels, whose products are woven into the storytelling, replacing traditional ad breaks. Pinterest said, “Viewers can discover products in context, save ideas to Pinterest, and shop through partner experiences, creating a full-funnel path from inspiration to action and purchase.”
The announcement comes as Pinterest has been increasingly adding more video content to its core app, and follows Pinterest’s acquisition in December of tvScientific -- a connected TV (CTV) performance advertising platform -- in a move designed to expand its advertising reach to CTV ad platform’s clients.
“People plan and shop across multiple screens, and advertisers need performance solutions that reflect that reality,” said Bill Ready, CEO of Pinterest in a statement at the time. “For the first time, Pinterest advertisers will be able to evaluate TV with the clarity they expect from their performance channels.”
Pinterest Could Be an Early Player in a Larger Retail Wave
While television continues to be a potent tool for product discovery, linking shopping to TV viewing has long challenged outside dedicated shopping channels such as HSN and QVC.
One area gaining traction in recent years are shoppable ads that encourage viewers to scan an on-screen QR code with their secondary device (i.e. smartphone) or use their remote to access more information or make a purchase.
A study last year from Roku, Dentsu, and Luth Research found interactive shoppable ads deliver a 58% lift in unaided brand recall compared to standard video formats.
An accompanying survey of Roku and non-Roku streamers found:
- Nearly half of streamers would pay attention to ads that enable them to buy products featured in movies, shows, and live events.
- More than a third would be interested in buying products that they see in a movie for TV show directly on their TV.
Context mattered, with nearly half of TV viewers paying more attention to ads related to the content they are watching. Roku streamers were also significantly more likely to pick up their remote and “Press OK” than scan a QR code with an ad prompt.
EMarketer research finds that while shoppable ads are increasing in appeal, challenges include “getting viewers to become accustomed to the act of shopping from their TVs,” avoiding friction with viewing experiences, and figuring out what types of content are most conducive to purchases.
EMarketer wrote, “Shows and live events where fashion features heavily—like 'Emily in Paris' or the Victoria’s Secret Fashion Show—are obvious targets, along with reality TV shows. But viewers may be less inclined to pause an engrossing drama, no matter how much they covet a character’s outfit or home décor.”